Using PPC and SEO In Tandem

There have been several incredible tandems in British history, but perhaps the most unheralded duo works in the world of internet marketing.

We’re talking about using pay per click advertising (PPC) and search engine optimization (SEO) in tandem. The PPC agency services that we at TrafficSource offer often combines the benefits of PPC and SEO to create high organic search engine rankings with plenty of support for attracting new customers via paid searches.

Let’s review why SEO and PPC work so well together in increasing customer counts.

Diversify Your Online Marketing Strategy

Investment gurus emphasise the importance of creating diverse portfolios, or in other words, not putting all of your financial eggs in one basket. Many PPC agency services apply the same principle to marketing small businesses. Successful businesses have always implemented different marketing strategies to get the word out about products and services. A touch of radio advertising blended with plenty of print marketing complement the power of television exposure. Using both PPC and SEO means your small business never depends on one source of marketing to generate sales. A healthy dose of PPC works well at times, followed by a marketing programme heavy on boosting your position in search engine rankings.

Targeting Two Different Parts of the Marketing Funnel

Diversifying your online marketing campaign is important for another reason: PPC and SEO attract two different types of customers. With PPC, your primary goal involves reaching potential customers who are close to making a decision on taking action. The call to action can be to complete an online email newsletter opt in the form of scheduling an appointment for an initial consultation. Meanwhile, SEO implements a strategy that targets consumers in the research phases of their buying process. More than 80% of consumers perform product research before they are ready to take action. SEO sets the table and PPC delivers the meal.

Marketing Outside Your Physical Location

Let’s assume you operate an appliance shop in Lancaster and you want to reach the residents of beautiful Morecambe. Your small business SEO marketing strategy encompasses ranking high in searches that cover both cities. Google uses the name, address, and phone number (NAP) of your business to determine where your business ranks in organic searches. Any differences in your NAP across cyberspace push you down search engine rankings and thus, make it difficult for your business to rank high for the Lancaster and Morecambe search terms. PPC allows you to target specific location keywords to attract customer prospects living in each city.

PPC Generates Information for SEO

A couple of years back, Google began encrypting searches, which resulted in the removal of all keyword data produced by Google Analytics. The removal of Google Analytics keyword data prevented small business owners from learning which keywords attracted the most potential customers and delivered the highest conversion rates. With keywords at the core of a successful SEO strategy, online marketers had to use other sources to discover the best keywords to use within website content. PPC has come to the keyword rescue by providing you with accurate assessments of various keywords used for paid searches. We recommend PPC to find the most effective keywords by connecting Google Analytics to your Google AdWords account. Advertising copy is an additional tool you can use to develop your SEO strategy. Since meta data represents a key component of an SEO strategy, Google AdWords helps your business test different keywords, advertising copy, and calls to action.

SEO First, Then PPC

‘What came first, the chicken or the egg?’ is a compelling axiom for developing the most effective online marketing programme. In most cases, sowing the marketing seeds of conversion starts first with attracting customer prospects by implementing powerful SEO strategies. SEO produces interest in your company, which you turn into conversions by adding targeted PPC ads within your small business website content. Since SEO is a no cost marketing strategy, you might gain more business organically, without having to spend money on PPC advertising.

By implementing search engine optimization and paid per click advertising strategies, you put together an internet marketing plan that helps your business soar to the top of search results and thus, sell more products and services.